Monthly Archives: December 2010

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How to be an outstanding professional services CMO, Part 2

Here is Part 2 of my 4-part series of observations about Egon Zehnder International's recent Executive Briefings for Chief Marketing Officers. I'll publish parts three and four separately in the coming weeks. (You can download the 3-page report here. Download G__CMO Practice_2010 IP_CMO Brief #2 (2). Check out page 2 for background on the report's findings.)

How to be an outstanding professional services CMO, Part 1

I received a copy of the second installment in a series of Executive Briefings for Chief Marketing Officers based on recent research conducted by Egon Zehnder International involving several hundred senior marketing executives at more than 300 companies worldwide. The focus of the research was "What differentiates today’s outstanding CMOs from good ones?" The key

Reputation versus brand: What this debate says about professional service firm marketing strategy

"Reputation Warfare," in the December 2010 Harvard Business Review, gives professional service marketers a chance to discuss the meaning behind the words "reputation" and "brand." Are they the same, different -- or do they overlap? I think they overlap.  But some seasoned marketers believe you cannot separate a firm's reputation from its brand. (Take a look at